Journalists shouldn’t be the ones writing native ads, because they aren’t trained to sell

When a news organization approaches native advertising, journalists are sometimes the ones selected to write the ad content. Mark Duffy, author of the Copyranter blog, says that copywriters should be the ones writing native ads because a good copywriter knows how to write long copy and their training is in how to sell, unlike journalists. Some organizations have created separate teams to work on native advertising. Duffy: “Good long ad copy is written like one person talking to another, grammar be damned. Journalists are trained to not write this way.”